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When a friend of mine – I’ll call her Carol – asked me to help with a job cover letter last weekend, I said sure, piece of cake. I write and edit for a living. How difficult could it be to fix a page of my friend’s prose?

Painfully difficult, it turns out. I spent hours sweating over Carol’s letter, and even then I didn’t feel I had cracked it. The first line stumped me, and still does. “I am very pleased to submit my application,” she began. That seemed awfully stiff, and besides, the company she was addressing would be lucky to hire her. But my alternative was too informal, and possibly overconfident: “I would be thrilled to become . . .”

For help, I combed through the web and turned to three of my job coach sources. I found lots of horribly written letters (“As a highly skilled sales manager with proven experience . . .”) and some difference of opinion. My conclusion: Cover letters make a difference, even short ones. Don’t ever send a boilerplate “Enclosed please find résumé” note. Do tell a story and even crack a joke if you can. Always mention mutual contacts, and make sure you proofread carefully. Even though today’s cover letter is always an e-mail with a résumé attached, as opposed to a hard copy sent by snail mail, do err on the side of a more formal prose style, avoiding common e-mail abbreviations like “u” instead of “you.”

That said, New York City job coach Roy Cohen, author of The Wall Street Professional’s Survival Guide, and Marcie Schorr Hirsch, of Hirsch/Hills Consulting, in Newton Centre, Mass., both favor short letters of less than a page. The two agree that the larger the company, the less important the letter. “A brilliant letter that’s a response to a job posting may not make a difference,” Cohen says. “In an overburdened workplace, it’s less likely that that letter will get a lot of attention.”

Hirsch and Cohen both like letters that start by spelling out what job you’re trying to get, including the name of the company, followed by a summary of your career, a list of your relevant accomplishments and then a last line that requests a meeting and says when you plan to get in touch. “Wall Street has a short attention span,” says Cohen. “Simple is the way to go.”

Still, it’s tough to write a great opening line, even in a short letter. The magic bullet: Naming someone you know in common: “Carol McGillicutty recommended I get in touch about the sales manager job at Adams & Co.”

But what do you say if you can’t say that?

In search of great prose ideas, I tried the writing guru William Zinsser, former master at Yale’s Branford College and author of the much-read book On Writing Well. Zinsser’s first response: “I think the business world is so uptight and so competitive, they might not want any of the kind of humanity I’m proposing.” Zinsser doesn’t like my “thrilled” opening line at all. “It’s kind of a false ingratiation,” he points out. “I think storytelling is good,” he suggests. “If you have some anecdote—'An uncle of mine once said,'” he suggests. Or, “One reason I want to work for you is I always remember something my father told me.”

My conclusion: Zinsser is right that storytelling is a great tactic in a cover letter. But it's also a tall order for most of us.

Instead, I’d recommend either the short, succinct approach proposed by Hirsch and Cohen or the four-paragraph format suggested by Kate Wendleton, founder and president of the Five O’Clock Club, a 32-year-old national career coaching organization based in New York: